Case Study: Canadian Home Improvement Manufacturer
Facebook Campaign Results:
600% CTR Increase & 28% Landing Page Conversion
A major Canadian home improvement brand utilizes CiG’s marketing and consumer insights platform intelligentVIEW to increase sales of paint and door locks by targeting and reaching Toronto pre-mover audiences via Facebook.
Situation:
The time between when a home is listed, when it is sold, and a period after the sale, presents an invaluable opportunity or trigger event for marketers trying to reach consumers who are ‘in the market’ for related products and services. This includes aesthetic and security upgrades.
While the client had done numerous campaigns targeting moving and movers, success was limited, and overall digital campaign effectiveness was dropping. The client was looking to improve their digital campaign targeting and overall effectiveness.
Solution:
Partner with CiG and integrate intelligentVIEW into their media planning and buying. The initial test campaign using intelligentVIEW data and integration with programmatic far exceeded any previous Facebook campaign results.
Here’s a quick overview of the campaign.
Step 1: Identifying Pre-Movers
Use CiG’s pre-mover data to identify homes that are on the market, listed or were sold in the last 30 days.
- The pre-mover dataset is compiled from 3rd party data listings and is updated semi-monthly.
- Includes 40,000 to 60,000 updated pre-mover records in the target markets. Apply a specific date range around the time when a home listing is sold, to when it is anticipated to close to refine the targeting ‘window of opportunity.’
Step 2: Profiling Pre-Movers
intelligentVIEW’s built-in profiling capabilities used to gain insights into the target audience to inform the messaging and creative strategies.
- 17 pre-built profile reports that visually represent the target audience.
- Pre-mover audience identified and profiled in each report.
- Pre-movers also identified within intelligentSEGMENTS.
intelligentSEGMENTS, is CiG’s new proprietary segmentation system with 94 distinct consumer segments (socio-economic, demographic, lifestyle data etc). Learn more about intelligentSEGMENTS
Step 3: Targeting
Extract the pre-mover postal code information.
CiG then matches geo-coded address locations to rooftop level digital IDs and loads the matching digital IDs within a 15 meter radius of pre-mover addresses into a Facebook Ad Manager event.
92% match rate of digital IDs against Facebook members who are within 15 meters geographically of the listed properties.
Step 4: Media Buying
The client uses Facebook Ad Manager to place their media buys against the event audience with Ads targeted to them.
Future programs will include intelligentVIEW’s direct to programmatic buying platform integration (ie. DV360, The Trade Desk etc).
Learn more about intelligentVIEW’s Media Activation Tools
Results:
- CTR 6x higher than any previous Facebook ad campaign.
- Pre-mover data proves to be a highly effective trigger.
- 28% landing page conversion rate, 8% buy now, and 20% refer to store.
With a geographically precise (roof top) digital audience of almost 30 million and a 90+ per cent match rate against Facebook members and CiG digital IDs database, our highly accurate social media targeting has national scale and exceptional effectiveness.
Client plans to expand campaign nationally as a result of this success.
